Brand Management Revision Slides

Brand Management

A set of techniques and strategies that marketers use

Brand

A name, term, sign, symbol,

Ethical Branding

A process taken by a brand to do what is morally right, contributing to environmental, social, and economic well-being.

Brand Philosophy

A set of values principles

What is under brand philosophy

Brand Values

The guiding principles that shape the way an organization operates beyond the founder's intent, influencing employee interactions and stakeholder relationships.

Brand Personality

The sum of emotional, psychological, and behavioral characteristics of a brand, which consumers relate to and is classified into five dimensions: Sincerity, Competence, Excitement, Sophistication, and Ruggedness.

Brand Auditing

A comprehensive evaluation of a brand's market position, strengths and weaknesses, aimed at strengthening brand strategy.

Customer Journey

The entire customer experience while interacting with a brand, encompassing various stages from need recognition to post-purchase behavior.

Brand Experience Scale

The sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli, conceptualized as sensory, affective, intellectual, and behavioral dimensions.

Brand Equity

The value of a brand represented as a set of assets or liabilities, including brand visibility, associations, and customer loyalty.

Brand Identity

The unique set of visual elements or graphic representations that set a company apart in consumers' minds, including logos, colors, and typography.

Brand Guidelines

Rules set by a business for how it presents itself to the public, ensuring consistent branding in logo usage, colors, fonts, and design.

Mission Statement

An indicator of an organization's purpose and orientation, describing why the brand exists and its aspirations for growth.

Vision Statement

A depiction of what an organization aspires to become and how it wants to be perceived in the long term.